Territorialising brand experience and consumption: negotiating a role for pop-up retailing

Charlotte Shi, Gary Warnaby, Lee Quinn

Research output: Contribution to journalArticle

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Abstract

The evolving consumption landscape creates challenges for retailers in accommodating their modus operandi to negotiate changing consumer needs, arguably requiring a ‘new’ type of retailing to hopefully facilitate future success. We suggest that an important aspect of such negotiation will be the use of ‘pop-up’ activity, and we critically evaluate the potential of these ephemeral consumption spaces to constitute and shape consumers’ brand-oriented relations and experiences into the future. Informed by the work of Deleuze and Guattari, we take a territorological perspective. Drawing on data from eight UK-based pop-up cases, we analyse: (1) how these temporary ‘territories’ of brand experience are developed and implemented; (2) what differentiates them from other, traditionally conceived, territories of brand experience; and (3) critically evaluate pop-up’s neglected characterisation in terms of a more ‘fluid’ spatial-temporal retail territory, to better understand its role in contemporary consumer culture. We posit that the development of pop-up activities occurs through the coordination of actions of a variety of stakeholders, constituting a spatial-temporal confluence of both material and processual elements to create a ‘refrain’, through the compression and compaction of interior, intermediary, exterior and annexed milieus. In doing so, we offer a new lens through which to view the creation of retail consumption spaces.
Original languageEnglish
Pages (from-to)(In-Press)
JournalJournal of Consumer Culture
Volume(In-Press)
Early online date22 Nov 2019
DOIs
Publication statusE-pub ahead of print - 22 Nov 2019

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Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

Keywords

  • pop-up
  • retailing
  • territory
  • brand experience
  • milieu

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Territorialising brand experience and consumption: negotiating a role for pop-up retailing. / Shi, Charlotte; Warnaby, Gary; Quinn, Lee.

In: Journal of Consumer Culture, Vol. (In-Press), 22.11.2019, p. (In-Press).

Research output: Contribution to journalArticle

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